Ken Favaro & Cait Lamberton | How Brand Building & Performance Marketing Can Work Together
The CMO Podcast
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The Importance of Brand Equity
Warden: CMOs and marketers underestimate three things at their peril. One is that the ability to grow or indeed damage your brand equity in the short term. The second thing I guess take away is that, and this kind of goes to your point, Kate, about not making a distinction between brand and performance marketing. And if I might add a third, Jim, if you give me the airtime for that, I would say that most companies lack the measurement tools that they need to really crack this tension Between Brand and Performance Marketing.
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